TV advertising market set for worst year since 2009

Broadcasters are facing the prospect of the worst year for TV advertising since the recession of 2009, as uncertainty over the likelihood of a hard Brexit has seen jittery companies strip more than £400m from marketing budgets.

Before the UK vote to leave the European Union in the summer, analysts had predicted another bumper year for the TV advertising market with forecasts of a boost of as much as over 7% to almost £4.7bn. This was on the back of a 10.4% year-on-year rise in 2015.

However, industry sources now fear the UK TV ad market could experience a huge negative swing with total advertising revenues potentially being down 1% to 2%.

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